Event Marketing Tactics: Leveraging Videos to Maximize Lead Touchpoints
Even in our digital age, marketers still find that in-person events are amongst the top effective marketing tactics in B2B. However, live events can be considered one of the most costly and time consuming of all strategies. After all that bandwidth and budget spent, most marketers wonder if they are really maximizing their ROI before and after the event.
Integrating video and rich media throughout all phases of the event marketing lifecycle can help ensure all of your effort continues to drive more revenue.
Pre-Event Rich Media
Your part in live events doesn’t just start and end during the event. Events provide collateral throughout all four phases of their lifecycle, from initial announcement through to the final roundup.
The four phases of video event marketing:
Phase 1: Initial Announcement
Phase 2: Promotional Drumbeat
Phase 3: Live Event
Phase 4: Event Roundup
Phase 1: Initial Announcement
Using pre-event rich media content filled with value and insight will create engagement well before your target audience walks through the door.
Kickoff Video #1: Selling the Sizzle
The initial announcement is your first opportunity (and impression) to engage audience interest and attention. Leveraging videos here can drum up excitement around your participation at the conference and act as an awareness-building accelerator.
Your first video clip should:
- Be short (1-2 minutes)
- Focus on interest and visual excitement
- Use previous event footage (if you have it)
- Resist using bullet points and general topic lists
- Demonstrate attendance value: networking, community and sharing an experience
Kickoff Video #2: Selling Value and Insight
This second video transitions from selling the sizzle to selling the value and insight. Balanced with kickoff video #1, you’re both building excitement and putting credibility behind it. Make sure to show people the type of information and learning exposure the event offers.
This video clip should:
- Interview presenters, such as thought leaders and personalities behind the conference
- Focus on depth of value and insight
Phase 2: Promotional Drumbeat and Digital Workshops
After the initial announcement of your participation, create active interaction to create interest in why you’re participating in the event.
Some key content subjects you can use to elevate your brand include:
- Thought leadership. Interview marquee speakers on topics aligned to the presentations planned for the conference. Here you can also highlight previous attendees and conversations from prior events.
- Audience activation. Challenge your audience to speak back using interactive polls, surveys and other Q&A formats. What do they want to hear at the conference? Use crowdsourced video questions once the speakers have been announced. Show highlights of those questions and the industry consensus in advance of the event.
- Digital workshops. Run small digital workshops or panel discussions that highlight the event speakers. Keep it simple with multisite webcam calls that are live-streamed or recorded and released on demand. Create engaging conversations using a speaker panel with two or three thought leaders to provide a preview of the insight and conversation that’s going to be shared during the event.
Learn more about the other two phases at our most recent session on the BrightTALK Academy. BrightTALK Studios’ Creative Account Director shares how you can turn a live event into a long-tail, lead acquisition engine for maximum exposure long after the event is over.